How To Manage Your Email Marketing Using Email Tester

Have you ever experienced a situation where you spent hours in front of your desktop developing the perfect email only to feel your heart drop, seeing the formatting completely off when checking the mail on your iPhone?

By the time you figure out what went wrong, there is nothing you can to undo the damage. Your email marketing campaign begins to crumble as your subscribers cannot read the mail. All the man-hours spent crafting the mail and not to mention the money spent on the campaign becomes a complete waste.

We feel your pain, but don’t you think the whole situation could have been easily avoided if you had tested the mail before hitting the send button?

Using email testers for an email marketing campaign is of paramount importance. It not only helps you to retain your subscribers but also helps to increase your return on investment (ROI). Moreover, it helps to manage your business operations efficiently and effectively.

Need more convincing? Let start from the beginning:

What is an email tester?

Testing the emails using an email tester can help you fix the following issues:

· Any email design flaws

· Untracked or incorrect

· Incorrect sender’s name, subject line, and preview text

· Grammar and spelling errors

· Missing ALT text or broken images

· Content display or irregular font

Why is it important to use email testers?

Although it may appear as small mistakes, such errors can build mistrust in the minds of your subscribers who may no longer view your business as credible. This can have a snowball effect and lead to a decline in the ROI, click-through rates, and open rates.

To put things in perspective, consider the following example:

You have a new product and want to promote it to your subscribers. You have prepared a targeted email list with 50,000 subscribers. As per your analysis, this email campaign will bring in new sales of $10,000.

With the number of people using mobile devices to view emails rising every day, it is safe to assume that most of your subscribers will do the same. So, if you did not test the mail for mobile compatibility, most of your subscribers would view a mail that is not aligned correctly.

This will leave many people wondering what product to purchase from you or miss the call to action completely. As a result, this tiny error will shrink your expected profit by half.

Isn’t it heartbreaking to see the emails you worked so hard on failure to deliver the desired results?

So here is how you can use email tester to manage your business better:

1. Say goodbye to incorrect or broken links:

We have all opened emails with incorrect, broken, or untracked links that have left us quite annoyed. As an email marketer, you would certainly not like this for your subscribers.

Unless you plan to send plain text emails, URLs are usually masked behind a button or a hyperlink. This makes it difficult to verify it with a quick glance. Not to mention, clicking through each one of them can be a daunting task.

Using an email tester is quite useful in this scenario as it verifies if all the links are pointing to the right address or not. This, therefore, ensures that your business never misses out on an opportunity by taking your subscribers to an erroneous page.

2. Get an optimized preview pane:

While you may dedicate your valuable time to draft an email that showcases your business in a new light, your subscribers only spend about 3–4 seconds deciding if they want to view it. Thus, it is essential to optimize the email so that it fares better in the preview pane. Some of the checks you can do with an email tester in this regard are:

· Sender name and reply-to address

People prefer to open emails from sources they recognize. The email tester will help you make sure that the sender’s name is easily recognizable. As a good practice, avoid using email addresses such as no-reply@brandname.com for your reply-to addresses. They appear spammy and do not encourage two-way communication.

  • Subject line

The subject line wields a huge influence on where your emails land eventually- in the subscriber’s inbox or the spam folder. Therefore, a mistake in the subject line can cost you dearly. Your subscribers will not bother reading any further if they spot an error.

So before you hit the send button, use an email verification tool to check if the subject line is correct or if you have removed the placeholder subject line. Additionally, if you have used an emoji, the tool will show you how it renders on the different email clients.

  • Preview text

The inboxes supported by Yahoo, Outlook, and Gmail have a preview text just next to the subject line. It is usually taken from the beginning lines of your email and is about 100 characters.

Email tester tools help you to make use of this crucial space by allowing you to test the email in the preview pane for mobile inboxes and desktop email clients before sending out the mail. An optimized preview text encourages your subscribers to click and open the mail, thereby increasing the chances of conversion.

3. Get rid of any grammatical or spelling mistakes

Despite fervently wishing for it, there is no undo button after you have clicked on the send icon. So, once you have sent out a mail containing grammatical and/or spelling mistakes, there is nothing really you can do about it other than perhaps sending an apology mail.

Emails with grammatical or spelling mistakes are often perceived as spam by subscribers. It is, therefore, essential to proofread the email many times. Email verification tools can act as your second set of eyes and help provide quality assurance by highlighting any errors.

4. Send mails devoid of broken images or missing ALT text:

Some email clients block the incoming images and filter the emails to the spam folder. You most definitely do not want this to happen. So, use the testing tool to check how the images look across various email clients and if the performance is getting negatively affected in any way. The tool will show if the images are getting loaded correctly and if there are any mix-ups.

While running the QA process, you must test the emails with the images disabled option. This will help you ascertain if you have replaced the placeholder ALT text. Apart from this, it will also help you to check if the spelling of the text is correct, and if it is appropriate for the image, it is representing.

5. Tests the dynamic content of your email:

When you use dynamic content in your email, it not only enhances the overall appeal but also makes it necessary to test the email before sending it to your subscribers.

Testing will make certain that your Ethernet service provider’s (ESP) personalization/ merge tags are working fine and are pulling up the correct information. This becomes even more important if you have switched ESPs as different ESPs most often use separate merge tags.

So, if you do not want your subscribers to get an email starting with Dear %%first_name%%, test your dynamic content.

6. Remove unwanted blue links on ios devices:

This another useful feature of email testing tools. Addresses, phone numbers dates, and random words such as tonight, become blue and underlined in emails read on an iPad or iPhone. They also trigger a few app-driven events like making a calendar event or a phone call.

Although this may be useful in some cases, it can ruin your well-crafted email and even reduce its legibility. To prevent this from happening, test your email to ensure you have fixed all blue links.

7. Let’s do a spam test:

The whole goal of writing a planned and well-thought email is that it reaches the intended audience’s inbox and not their spam folder.

Any last-minute changes to your content or change in your IP address or even authentication methods can bear an impact on where your email lands.

So, test your email through every major spam filter to avoid all the time spent on designing and optimizing the content go waste.

Conclusion

It will allow you to manage your business with the assurance that all your business communications are error-free and have a higher chance of getting seen by your subscribers. Therefore, use it to its fullest potential!

References:

1. ALT text- https://webaim.org/techniques/alttext/

2. Click-through rate- https://en.wikipedia.org/wiki/Click-through_rate

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Vladislav Podolyako

Founder & CEO at Folderly | Accelerating & Retaining Revenue Growth | Email Deliverability Expert | Advisor | Forbes Council